30 March 2018

Memeswear: HBX x May

Photographer: Heison Ho
Stylist: Ronnie Chan

If you spend any time on Instagram, you are probably tired of this meme by now. But as silly as it is, I like it because it actually puts the product at the forefront. With so many editorials these days seeking to portray some sense of "authenticity", it seems like everything is prioritised in the photographs except the clothing. I like photographs where the garmets shines...admittedly none of these particular coats are all that interesting, but you get the idea. A lot of people seemed to be annoyed with this editorial, but the way I see it - the girl behind the Instagram account making these is only sixteen years old, so let her have her fun, and hopefully make some money along the way. We already know when looking through magazines that so many things are photoshopped to within an inch of their life, so I always enjoy when people take advantage of what technology has to offer and create something with it that is not obscuring the digital process. All power to her.


1 comment:

  1. A tired meme for sure. But still, I'll take this over the usual face-forward poses in most editorials. Definitely want more editorials that focus on the details of the clothes, and shoot the same clothes from multiple directions.
    - Fe